It is also possible to purchase potion (and enchantment) formula, though most will likely be found.
If the formula is listed you need enough ingredients (the recipe is shown when viewing the list, with any missing items in red text). After you get the battle tower (about level 17-20) you will have servants to get alchemy and enchantment ingredients for you. Until then several merchants sell ingredients, though they only restock when you go up a level.
For charms, on the PC right click a piece of equipment with an empty charm slot. On the Xbox you can also charm from the inventory list (hit A for a menu).
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